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Canonical – curators of the Ubuntu project – is building an operating system in direct competition with Microsoft Windows and Apple Mac OS X, and the potential audience includes, conceivably, everyone on the planet. Figuring out how to appeal to new users was one thing; making sure existing users aren’t left behind is another. Part of our role was helping Canonical to identify the appropriate audience for each project, and defining the messaging that is most likely to drive adoption. At the heart of the challenge is a single question; how can we convince customers to switch from Windows or Mac OS X to Ubuntu? These user bases are deeply entrenched, and the vast majority of computer users have invested considerable time getting to know their existing platforms. We used language and visuals which at the same time not only reassured new users – by showing Ubuntu handling everyday tasks, such as handling spreadsheets and playing music – but also make existing users proud – by maintaining the highest possible standard of design principles. We’ve brought the Ubuntu brand to life through the creation of showreels, applications for photos and music, and most recently the Ubuntu startup animation, with more to come. The Ubuntu project is moving forward at a great pace, with our work being seen across the globe – particularly in emerging markets in China and India.